Research On The Design Application Of Cartoon Image As Brand Representative

This paper mainly studies the design and publicity issues of using an animation image to represent a brand.An animation image is a type of symbolic information.Comparing to a real spokesperson,this image has a greater figurability and higher identity in addition to longer lifespan.It has a unique advantage in publicity.Therefore,more and more brands pay attention to exclusive cartoon image in recent years.This project used the object of “MXROU”,a brand name of a succulent plant shop on Taobao,and an animation image representative was designed considering the product features and consumer groups.Publicity and media of the brand were combined to research on the creation and application of the comic Diary of MXROU the Succulent Plant.The first part of this paper is to show the project design works,mainly including design draft of cartoon image representative,comic for brand publicity and rough draft of design process.The next is the design report.First,through analyzing and comparing some outstanding cartoon images for brands,the author obtained design experience and organized the key literatures related to brand image representative to clarify the design consideration for using cartoon image for brand representative.Consumers who like this product were investigated through the internet,and their demands were summarized and concluded.The last one is the report of design process.The author designed an cartoon image representative for the brand according to the product feature and market demand as the starting point of creation.The publicity advantage of the brand was improved through matching comic designs.Aiming for the brand demand,the author designed the cartoon image using cat and dog as main characters,establishing the image,personality and style of the characters.After that,a series of comic was derived,and the content allocation was combined with the publicity method in the comic design.In the process,the content of the cartoon image representative was experimentally advertised on we media platforms such as WeChat and Weibo.The design was continually improved for the brand.The fourth part is the summary of the design research.The relationship betweencartoon image and brand connotation was summarized,suggesting the importance of continuous innovation in the cartoon for brand publicity.It is concluded that as we media continues to develop,cartoon image is not only a symbolic representative of a brand,it also represents a culture.The key of using cartoon image as brand representative is to combine the image with the brand to the greatest extent in addition to continuous advertising and improving the brand value.